The domestic clothing brand is relatively embarrassing and has a big difference with the foreign brand clothing. The main performance lies in the problem of a brand power. The trademark is not equal to the brand. It is like the effect of the plane and 3D. In order to make the brand of the trademark, domestic enterprises are taking shortcuts. . Take Wuhan Women's Wear as an example: Wuhan's well-known women's wear brands such as Catman and Giovanni have branded themselves internationally. Catman is also a "Hong Kong brand", Giovanni has directly changed the "nationality", as Wuhan's largest women's brand, "Diandianwu" and "Hanpai clothing" is not bound, because its brand is registered in Hong Kong. Many local brands are playing this "hat" magic.
All of the methods are only to illustrate that their own brand power is insufficient and their appeal to consumers is limited. In this regard, the industry is utterly stifled.
So, how can we improve brand power? From the current perspective, we do not have time and space. From the brand culture, our brand culture is not enough and abstract. From the perspective of product positioning, we must basically cater to consumers and create New Products; Publicity and promotion, face to face with consumers; from the company's strategy, there is still a big gap between the development concept of domestic companies and the potential demand of consumers; for this reason, some clothing brands are through the expansion of product lines, strengthen channel construction, and introduce high- Brands and other initiatives to continuously strengthen and extend the brand image of their products. The best way is to be able to touch the market. The financial crisis in 2008 caused many OEMs along the coast to die. Many apparel companies suffered from the lack of brand names, foreign trade and domestic sales are correct, and only a front-line terminal is established. In order to be able to reach zero distances with consumers, in the middle of the day, the city's high-end brand apparel stores are everywhere, but, to build more stores, and can not solve the market's natural competition, in 2010, there are a number of clothing brands due to similar style, production capacity Reduced, lagging performance, quietly withdraw in the trend of upgrading some large department store fashion stores. Under the pressure of market, consumers, rivals, terminal platforms and costs, it is not a good idea to stick to it.
How to sell in the face of the future?
According to the 2011 quarterly report released by Smith Barney, the amount of Smith Barney’s inventory was 3.16 billion yuan***. Zhou Chengjian, chairman of Meibang Apparel explained that more inventory was mainly caused by the abnormal climate.
The athlete clothing sponsored by the Li Ning brand does not see sales in the store. Later, it was discovered that Li Ning’s sports resources and retail channel products are completely two lines.
Brand hosting has become popular in the apparel industry in recent years, and has become an important way for apparel channel innovation and channel outsourcing. As a new channel model, brand hosting has gradually emerged in the apparel industry in recent years and is generally viewed by industry insiders. However, after a period of development, it has been found that brand custody is not a cure for clothing companies.
In fact, every apparel brand will make the same mistakes, and the operating model of the store has been changing. The ultimate goal of the change is to suit the better development. However, there are gaps between the ideal and the reality. For example, the current storefront marketing model mainly faces three major problems in the market:
First: How to increase the floor effect ratio (sales revenue per square area)?
Second: How to do a good job in the market practice of shifting from a cost-based pricing model to a retail pricing model?
Third: How to create and deliver the added value of the brand?
From buying and selling primary sales, to market demand, to customizing personalization, branded apparel stores are faced with continuous upgrading. The emotional sales of appeals can no longer satisfy the purchase needs of consumers. The 1.0 version is 3.0, and now is the era of experience. advent. Both quality and quantity will have an impact on the brand. For the consumer group, shopping is no longer a kind of behavior that meets the daily needs of life. It is more of a symbol of quality of life and quality of life. To be exact, it is a satisfaction of spiritual needs. The accuracy of the target customer base determines that the competition between the future businesses will be concentrated on the service, who will have good service, and the customer's stickiness will be greater. For example, for the apparel industry's VIP system, according to surveys, about 60% of the annual sales of high-end shopping malls are created by VIP customers, and this proportion will continue to rise. However, in reality, many high-end VIP customers of the brand are unable to appreciate the “honored†place because they are “popularizedâ€. The high-end VIP can only be run once, and it also creates numerous “dormant cardsâ€. At this point, the more merchants fall into the issuance of cards, the more dormant cards are in more circles. Issued by the card cannot solve the problem. It is not that the domestic brand store service is not in place, but we lack a complete set of perfect service systems. The single store model cannot replicate to other stores and cannot support a huge service system. We are in the stage of survival. , foreign brands are in the dissemination stage of brand power, non-heavyweight confrontation, and thus really can experience the noble, enhance the core VIP customers sticky to do a good job of the brand is not much.
Objectively speaking, brand apparel stores have a variety of formats. Whether they are flagship stores, model stores, in-store stores, or lifestyle centers, they all have a good sales momentum in the market. In the long run, they will maintain the leading position in terms of scale. Continuing to improve the single store operating capability with refined management, this is the core value of store operations. However, there are still many operators plagued by their own brand is not very successful, a survey of more than 200 professional companies in the country showed that 88.6% of companies preferred “effective Marketing strategy." There are mature book-reading strategies among companies, which are identical to each other. How can a personalized marketing strategy break through the increasingly fierce competition in fashion brands?
In contrast, the success of foreign apparel brands is not entirely driven by the store's driving strategy. The brand's communication power dominates. The power behind the growth in brand power is actually a strong supply chain, as well as the size of the stores and their revenue. For many domestic brands, the storefront model is more like a retailer brand: If you can't connect to a web, you cannot rely on strong distribution capabilities to achieve continuous growth. The lack of staying power in the storefront mode is a consensus in the industry. When factors such as commodities, prices, promotions, and geographical locations are increasingly difficult to create the differentiated advantages of enterprises, the change in terminal operations becomes more urgent. The differentiation of products is reflected in storefront terminals, and the differentiation of storefronts must be commensurate with the purchase needs of consumers. For example, the image design of a retail terminal needs to be updated as the brand grows. Otherwise, consumers will not only have an aesthetic fatigue on the image of the retail terminal, but also have doubts about the company's own operating capabilities. In the era of experience economy, vision is now the basis of customer experience. All visual elements of retail terminals such as store design, decoration, display, models, props, lighting, POP advertising, trademarks, and hangtags are a complete and systematic visual marketing concept.
Storefronts are at the forefront of consumption, and storefronts advocating that “shopping is actually a way of lifeâ€. From selling products to selling services, from selling services to selling individuality. The humanized brand theme determines that human communication should be humanized and emotional. Through the atmosphere of the retail terminal, consumers should feel good products and services, and emotional stimulation will affect the feelings and emotions of consumers to stimulate consumption. The person's inner brand identity and emotional expectations. Such as the emphasis on professional costumes to personal interpretation of temperament, and adept at using the image of advisors and costumes to show their own unique taste, in the experience of the marketing process, each communication must support the theme of the subject or consistent with the theme. For this reason, we can do it and we can do it well, but we cannot do it for the long-term.
In recent years, apparel brands have been promoting the Living Experience Hall model, using space for experience and brand promotion through culture. For example, the 4S experience hall of Binbao Apparel in Guangzhou Wan Ling Hui Plaza covers: Sell (apparel sales), Sight Experience (visual experience) , Self-Identity Service (personalized service), Life Style Salon (fashion salon). The 4S experience model of the apparel industry. Seven wolves launched the Men's Life Pavilion at the commercial center, and white-collar workers launched lifestyle stores. Meters Bonwe launched nearly 10,000 square meters of flagship stores to display their brand image. In addition, the "All-class Lingerie Life Museum" created by Wuhan Catman also officially unveiled. "Cat and Men's Whole-class Lingerie Living Museum" is a brand-new model for winning the terminal in all categories, which breaks through the sales bottleneck of single-item products. Covering all four categories of products in the four seasons, including small underwear, fashion home, fashion warm clothes, fashion tights, fashion rhythm, primer shirt series and other six categories more than 2000 varieties, for the majority of consumers to show a new kind of sexy lifestyle And meet their one-stop shopping needs.
Is shopping emotional or consumer demand?
This new marketing model deserves our attention.
All of the methods are only to illustrate that their own brand power is insufficient and their appeal to consumers is limited. In this regard, the industry is utterly stifled.
So, how can we improve brand power? From the current perspective, we do not have time and space. From the brand culture, our brand culture is not enough and abstract. From the perspective of product positioning, we must basically cater to consumers and create New Products; Publicity and promotion, face to face with consumers; from the company's strategy, there is still a big gap between the development concept of domestic companies and the potential demand of consumers; for this reason, some clothing brands are through the expansion of product lines, strengthen channel construction, and introduce high- Brands and other initiatives to continuously strengthen and extend the brand image of their products. The best way is to be able to touch the market. The financial crisis in 2008 caused many OEMs along the coast to die. Many apparel companies suffered from the lack of brand names, foreign trade and domestic sales are correct, and only a front-line terminal is established. In order to be able to reach zero distances with consumers, in the middle of the day, the city's high-end brand apparel stores are everywhere, but, to build more stores, and can not solve the market's natural competition, in 2010, there are a number of clothing brands due to similar style, production capacity Reduced, lagging performance, quietly withdraw in the trend of upgrading some large department store fashion stores. Under the pressure of market, consumers, rivals, terminal platforms and costs, it is not a good idea to stick to it.
How to sell in the face of the future?
According to the 2011 quarterly report released by Smith Barney, the amount of Smith Barney’s inventory was 3.16 billion yuan***. Zhou Chengjian, chairman of Meibang Apparel explained that more inventory was mainly caused by the abnormal climate.
The athlete clothing sponsored by the Li Ning brand does not see sales in the store. Later, it was discovered that Li Ning’s sports resources and retail channel products are completely two lines.
Brand hosting has become popular in the apparel industry in recent years, and has become an important way for apparel channel innovation and channel outsourcing. As a new channel model, brand hosting has gradually emerged in the apparel industry in recent years and is generally viewed by industry insiders. However, after a period of development, it has been found that brand custody is not a cure for clothing companies.
In fact, every apparel brand will make the same mistakes, and the operating model of the store has been changing. The ultimate goal of the change is to suit the better development. However, there are gaps between the ideal and the reality. For example, the current storefront marketing model mainly faces three major problems in the market:
First: How to increase the floor effect ratio (sales revenue per square area)?
Second: How to do a good job in the market practice of shifting from a cost-based pricing model to a retail pricing model?
Third: How to create and deliver the added value of the brand?
From buying and selling primary sales, to market demand, to customizing personalization, branded apparel stores are faced with continuous upgrading. The emotional sales of appeals can no longer satisfy the purchase needs of consumers. The 1.0 version is 3.0, and now is the era of experience. advent. Both quality and quantity will have an impact on the brand. For the consumer group, shopping is no longer a kind of behavior that meets the daily needs of life. It is more of a symbol of quality of life and quality of life. To be exact, it is a satisfaction of spiritual needs. The accuracy of the target customer base determines that the competition between the future businesses will be concentrated on the service, who will have good service, and the customer's stickiness will be greater. For example, for the apparel industry's VIP system, according to surveys, about 60% of the annual sales of high-end shopping malls are created by VIP customers, and this proportion will continue to rise. However, in reality, many high-end VIP customers of the brand are unable to appreciate the “honored†place because they are “popularizedâ€. The high-end VIP can only be run once, and it also creates numerous “dormant cardsâ€. At this point, the more merchants fall into the issuance of cards, the more dormant cards are in more circles. Issued by the card cannot solve the problem. It is not that the domestic brand store service is not in place, but we lack a complete set of perfect service systems. The single store model cannot replicate to other stores and cannot support a huge service system. We are in the stage of survival. , foreign brands are in the dissemination stage of brand power, non-heavyweight confrontation, and thus really can experience the noble, enhance the core VIP customers sticky to do a good job of the brand is not much.
Objectively speaking, brand apparel stores have a variety of formats. Whether they are flagship stores, model stores, in-store stores, or lifestyle centers, they all have a good sales momentum in the market. In the long run, they will maintain the leading position in terms of scale. Continuing to improve the single store operating capability with refined management, this is the core value of store operations. However, there are still many operators plagued by their own brand is not very successful, a survey of more than 200 professional companies in the country showed that 88.6% of companies preferred “effective Marketing strategy." There are mature book-reading strategies among companies, which are identical to each other. How can a personalized marketing strategy break through the increasingly fierce competition in fashion brands?
In contrast, the success of foreign apparel brands is not entirely driven by the store's driving strategy. The brand's communication power dominates. The power behind the growth in brand power is actually a strong supply chain, as well as the size of the stores and their revenue. For many domestic brands, the storefront model is more like a retailer brand: If you can't connect to a web, you cannot rely on strong distribution capabilities to achieve continuous growth. The lack of staying power in the storefront mode is a consensus in the industry. When factors such as commodities, prices, promotions, and geographical locations are increasingly difficult to create the differentiated advantages of enterprises, the change in terminal operations becomes more urgent. The differentiation of products is reflected in storefront terminals, and the differentiation of storefronts must be commensurate with the purchase needs of consumers. For example, the image design of a retail terminal needs to be updated as the brand grows. Otherwise, consumers will not only have an aesthetic fatigue on the image of the retail terminal, but also have doubts about the company's own operating capabilities. In the era of experience economy, vision is now the basis of customer experience. All visual elements of retail terminals such as store design, decoration, display, models, props, lighting, POP advertising, trademarks, and hangtags are a complete and systematic visual marketing concept.
Storefronts are at the forefront of consumption, and storefronts advocating that “shopping is actually a way of lifeâ€. From selling products to selling services, from selling services to selling individuality. The humanized brand theme determines that human communication should be humanized and emotional. Through the atmosphere of the retail terminal, consumers should feel good products and services, and emotional stimulation will affect the feelings and emotions of consumers to stimulate consumption. The person's inner brand identity and emotional expectations. Such as the emphasis on professional costumes to personal interpretation of temperament, and adept at using the image of advisors and costumes to show their own unique taste, in the experience of the marketing process, each communication must support the theme of the subject or consistent with the theme. For this reason, we can do it and we can do it well, but we cannot do it for the long-term.
In recent years, apparel brands have been promoting the Living Experience Hall model, using space for experience and brand promotion through culture. For example, the 4S experience hall of Binbao Apparel in Guangzhou Wan Ling Hui Plaza covers: Sell (apparel sales), Sight Experience (visual experience) , Self-Identity Service (personalized service), Life Style Salon (fashion salon). The 4S experience model of the apparel industry. Seven wolves launched the Men's Life Pavilion at the commercial center, and white-collar workers launched lifestyle stores. Meters Bonwe launched nearly 10,000 square meters of flagship stores to display their brand image. In addition, the "All-class Lingerie Life Museum" created by Wuhan Catman also officially unveiled. "Cat and Men's Whole-class Lingerie Living Museum" is a brand-new model for winning the terminal in all categories, which breaks through the sales bottleneck of single-item products. Covering all four categories of products in the four seasons, including small underwear, fashion home, fashion warm clothes, fashion tights, fashion rhythm, primer shirt series and other six categories more than 2000 varieties, for the majority of consumers to show a new kind of sexy lifestyle And meet their one-stop shopping needs.
Is shopping emotional or consumer demand?
This new marketing model deserves our attention.
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